Exposure of Children and Adolescents to Alcohol Marketing on Social Media Websites.

Alcohol and Alcoholism Vol. 49, No. 2, pp. 154-159, 2014
Advance Access Publication 28 November 2013

doi: 10.1093/alcalc/agtl74

Exposure of Children and Adolescents to Alcohol Marketing on Social Media Websites

Eleanor M. Winpenny' *, Theresa M. Marteau^ and Ellen Nolte^

'rand Europe, Westbrook Centre, Milton Road, Cambridge CB4 1 YG, UK and ^Behaviour and Health Research Unit,
Department of Public Health and Primary Care, University of Cambridge, Forvie Site, Robinson Way, Cambridge CB2 OSR, UK
♦Corresponding author: RAND Europe, Westbrook Centre, Milton Road, Cambridge CB4 lYG, UK.
Tel.: +44-1223-222742; Fax: -1-44-1223-358-845; E-mail: winpenny@rand.org

{Received 12 July 2013, first review notifiedll September 2013; in revised form 21 October 2013; accepted 24 October 2013)

Abstract — Aims: In 201 1, online marketing became the lai'gest mai'keting channel in the UK, overtaking television for die first time.
This study aimed to describe the exposure of children and young adults to alcohol marketing on social media websites in the UK.
Methods: We used commercially available data on the three most used social media websites among young people in the UK, from
December 2010 to May 201 1. We analysed by age (6-14 years; 15-24 years) and gender the reach (proportion of internet users who
used the site in each month) and impressions (number of individual pages viewed on the site in each month) for Facebook, YouTube
and Twitter. We further analysed case studies of five alcohol brands to assess the mai'keter-generated brand content available on
Facebook, YouTube and Twitter in February and March 2012. Results: Facebook was the social media site with the highest reach, with
an average monthly reach of 89% of males and 91% of females aged 15-24. YouTube had a similar average monthly reach while
Twitter had a considerably lower usage in die age groups studied. All five of the alcohol brands studied maintained a Facebook page.
Twitter page and YouTube channel, with varying levels of user engagement. Facebook pages could not be accessed by an under- 18
user, but in most cases YouTube content and Twitter content could be accessed by those of all ages. Conclusion: The rise in online mar-
keting of alcohol and the high use of social media websites by young people suggests that this is an area requiring further monitoring
and regulation.

INTRODUCTION

Alcohol is one of the three leading risk factors for global
disease burden (Lim et ai, 2012), and in adolescents in par-
ticular increases the likelihood of injury and risky behaviour
such as unsafe sex (Bonomo et ai, 2002). Exposure to alcohol
marketing has been identified as one factor that may lead to
underage alcohol consumption (Anderson et ai, 2009).

The internet is an area where exposure of young people to
alcohol marketing is potentially high. In Europe, up to 30% of
internet users are under the age of 25 years and the time spent
online tends to be highest in this group, at around 30 h per
month (comScore, 201 1). In the UK, alcohol marketing on the
internet is regulated by the UK Code of Non-broadcast
Advertising, Sales Promotion and Direct Marketing (The CAP
code) (Committee of Advertising Practice, 2010). The regula-
tion covers both the content and targeting of alcohol marketing
in an attempt to protect young people from such marketing.
Yet existing evidence suggests that the regulation may fall
short of achieving this goal. For example, Gordon (2011) and
The Centre on Alcohol Marketing and Youth (2004) have
shown how websites maintained by alcohol brands host a
variety of content, including content that may be particularly
appealing to children and adolescents such as games, down-
loadable content, e.g. screensavers, and cartoons.

A more recent phenomenon is the emergence of alcohol
marketing through social media websites. Studies have high-
lighted the large volume of alcohol-related content presented
on such websites and the inadequacy of current mechanisms
to protect adolescents from online marketing exposure (Mart
et ai, 2009; Moreno et ai, 2010; Leyshon, 2011; Nicholls,
2012). Existing work has examined the way in which this
content is designed to influence the audience (McCreanor
et ai, 2005; Chester et ai, 2010) and pinpoint new tactics,
such as the use of viral marketing to encourage users to
endorse a product by word-of-mouth (Mart, 2011) and user

engagement with the brand (Montgomery and Chester, 2009).
There are concerns that such strategies may increase the effect
of marketing on young people, and further social science re-
search is needed to understand the mechanisms through which
such marketing operates.

The impact of online marketing on young people is likely to
depend both on the content and the quantity of such exposure
among young people. A recent study suggested that the
highest frequency of alcohol marketing seen by adolescents
online is on social networking sites (SNS) (Hartigan and Coe,
2012). We extend this work, focusing on the exposure of
young people to alcohol marketing on social media websites
(including SNS). Specifically, we seek to explore the range of
social media websites that are most used by young people
online and the alcohol marketing content that is presented on
these websites, to better understand the nature and scope of ex-
posure of young people to online alcohol marketing. We
further examine the restrictions that are in place on underage
access to alcohol marketing online in order to assess the poten-
tial effectiveness of marketing self-regulation on exposure to
marketing content online.

METHODS

Data

We obtained data on online audiences from Ebiquity, a media
and marketing analytics company that draws on comScore, a
widely used resource for digital reach and penetration data
(comScore, 2012). We obtained data on the three most viewed
social media websites among those aged under 25 for each
month from December 2010 to May 2011 based on unique
user figures, disaggregated by age (6-14 years; 15-24 years)
and gender.

Data provided information on percentage reach, that is, the
percentage of available internet users in a given age/gender

© The Author 2013. Published by Oxford University Press on behalf of the Medical Council on Alcohol.

This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/
by-nc/3.0/), which permits non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. For
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Exposure to alcohol marketing on social media websites

155

group who used the site in question in each month, and
impressions, which refers to the number of individual pages
that the selected age/gender group viewed on that site in each
month. We describe these figures for the overall three most
viewed social media websites (Facebook, YouTube and
Twitter), by age and gender, averaged across the period from
December 2010 to May 201 1 .

Alcohol brand case studies

Given our finding that Facebook, YouTube and Twitter were
the three most viewed social media websites across the months
investigated, we selected these as case studies to better under-
stand alcohol marketing and user engagement with this
marketing.

For Facebook, YouTube and Twitter, we examined user en-
gagement with five alcohol brands that we identified in a
related analysis as those with the highest advert impacts (total
number of views of an advert) in television advertising among
the 4-15 year age group in the UK (Winpenny et ai, 2012).
These were: Foster's (beer), Tia Maria (liqueur), Stella Artois
(beer), Carling (beer) and Magners (cider).

For each brand we identified the marketer-generated brand
presence on Facebook, YouTube and Twitter. In this study we
focused on alcohol content that derived from the alcohol mar-
keters, rather than user-generated content, such as fan pages or
interest groups. Marketer-generated brand content was identi-
fied either by following links from the alcohol brand website,
by a statement 'this is the official page' on the social media
page or by the presence of content originating from the alcohol
brand, such as competitions and product giveaways. Where
more than one marketer-generated page was available, typically
associated with different countries, we chose the UK page.

For each of the five alcohol brands we further assessed the
content of the designated Facebook page, YouTube channel
and Twitter profile. Specifically, we assessed the type and
quantity of marketer-generated content and the frequency of
marketer updates. We also examined the links from each page
to other online marketing sites for that brand, and the presence
of responsible drinking or age control messages. We further
explored age restrictions on marketer-generated social media
content on Facebook, Twitter and YouTube, by means of fic-
tional user profiles. We set up two profiles for each social
media channel, one for a fictional user aged under 18 years
(age 14) and one for a fictional user older than 18 years (age
24). We used these profiles to visit Facebook, YouTube and
Twitter, to assess what content could be accessed. This
allowed us to determine the use of age-restriction mechanisms
for each of the five alcohol brands chosen.

Analyses as described in this paper were carried out from
February to April 2012. Online content tends to change fre-
quently within short periods of time; we therefore give precise
dates for each of the observations made.

RESULTS

Online audience data showed that, in the UK, Facebook and
YouTube were the top two most viewed social media websites
used by those aged 6-14 and 15-24 years between December
2010 and May 2011. Twitter was the third most viewed social
media website in all these months for the 15-24 age group.

Table 1 . Reach and impressions of Facebook, YouTube and Twitter among
males and females, age 6-14 and 15-24, monthly data, averaged across
December 2010 - May 201 1

Males 6-14 Females 6-14 Males 15-24 Females 15-24

Average reach (% of internet users)

Facebook

39 48 89

91

YouTube

41 43 81

73

Twitter

5 10 19

19

Average number of impressions (inillion)

Facebook

697 934 2782

2717

YouTube

230 154 799

460

Twitter

5 82 22

52

Source: Ebiquity.

Note: Twitter data for those aged 6-14 is averaged across the 3 months
(males) and 5 mondis (females) where Twitter was among the three most
viewed social media sites for these groups.

but this differed for the 6-14 age group with both Formspring
and Wikia taking third place in certain months. Table 1 pre-
sents the summary metrics for Facebook, YouTube and
Twitter, averaged across the 6 months studied.

Presence of alcohol brand content on Facebook, Twitter and
YouTube

For all five alcohol brands studied, Foster's (beer), Tia Maria
(liqueur), Stella Artois (beer), Carling (beer) and Magners
(cider), we identified Facebook pages by following a link
from the alcohol brand website or by the presence of marketer-
generated content, such as competitions for brand products.
Some Facebook pages also included a statement such as
'Welcome to the official Tia Maria page on Facebook.'
(Facebook, 2012c). Similarly, all brands maintained a direct or
indirect link to Twitter from their websites. Conversely, links
to YouTube marketer-generated content were less obvious.
While we identified a YouTube channel that was associated
with all five brands, it was only possible to confirm that
Foster's, Magners and TiaMaria presented marketer-generated
content as exemplified by a web link from the Foster's and
Magners brand website, or direct statements ('Welcome to the
official Tia Maria channel on YouTube!' (YouTube, 2012)).
While we have included the findings from Carling and Stella
Artois YouTube channels in Table 3, it should be noted that
these may be user-generated rather than marketer-generated.

User engagement with alcohol brand content on Facebook,
Twitter and YouTube

The levels of user engagement with marketer-generated social
media websites are shown in Table 2. For each brand page, we
made use of features embedded in the social media website,
such as Facebook 'likes', the number of subscribers
(YouTube) or followers (Twitter). We were unable to disag-
gregate this information by age.

Facebook engagement can be assessed by the number of
likes and the number of 'People Talking About This'
(Table 2). Likes are created when a user clicks on a 'like'
button on the brand page, to indicate that they like a brand
(Facebook, 2012b). This can only be performed once by each
user. It then places a 'story' on the user's profile wall, which
will also be shown in the news feed of the user's friends,
reporting that the user liked the page, and providing a link to
the brand page. Once the user has 'liked' a page, s/he will

156 Winpenny e/ a/.

Table 2. User engagement with social media sites (21 March 2012)

rostGr s

L^arlmg

1 Id. iVldlld.

JVl3.gri6rs

Facebook: Likes

127,268

75,328

70,024

183,091

122,486

Facebook: 'People Talking About This'

2767

2165

557

2628

1003

YouTube: Subscribers

11,561

51"

14

49"

46

YouTube: Video views

9,351,097

94,172"

30,584

14,837"

93,681

Twitter: Followers

3812

47*'

1298

3310''

3984

"These pages may have been marketer-generated or user-generated.
''As of 27 March 2012.

receive updates in his/her wall from that page. Facebook' s
'People Talking About This' gives an indication of the
number of people who created a 'story' about a page in a
7-day period. 'Stories' can be created by liking a page, but
also by other activities, including posting on a page wall,
liking a post, answering a question, responding to an event
and several other actions (Inside Facebook, 2012).

The item 'YouTube subscribers' in Table 2 indicates the
number of people who have 'subscribed' to the YouTube
channel. YouTube content is organized into YouTube chan-
nels which can be created by an individual or by a brand, and
is where the video content created by that individual/brand is
stored. Subscribing to a channel adds this channel to a user's
homepage and the user will then receive updates from the
channel. The item 'Twitter: Followers' shows the number of
people who have signed up to follow the company in question
on Twitter, so that tweets (short messages) from the brand
account appear in the individual user's Twitter feed.

Content of alcohol marketing on Facebook,
YouTube and Twitter

We analysed the content of alcohol marketing on Facebook,
YouTube and Twitter to assess the extent to which marketing
was delivered through each medium, the types of content pre-
sented and the ways in which users were induced to engage
with and share each medium. Due to the different natures of
each of the three social media websites, it was not possible to
categorize content in the same way across all social media
types. Instead, we noted the types of content that were found,
focussing particularly on links to other social networking web-
sites and any responsible drinking or age control messages
(Table 3).

YouTube is primarily a video sharing platform and the
content of alcohol brand channels included product adverts,
demonstrations of how to prepare cocktails (Tia Maria), videos
about how the adverts were made, and comedy videos. Twitter
is based on what is known as a twitter 'feed' which is populated
by 'Tweets', short comments made by those holding individual
or organizational Twitter accounts. Facebook operates a multi-
functional platform, revolving around a user or brand Facebook
page. Brand marketers and other users can post comments,
share photos and videos and also upload applications, such as
games. An additional Facebook function is the 'like' button
which allows users to indicate that they like the brand and then
links the two user profiles, allowing the brand to share further
marketing with the user. Use of the 'like' button also places a
message on the Facebook page of friends of the user, letting
them know that the user 'liked' a certain page (Lipsman et ai,
2011; Facebook, 2012b). In some cases 'likes' were actively

encouraged, for example requiring a user to 'like' a page before
they could enter a competition.

Across the three social media platforms investigated, dif-
ferent alcohol brands structured their online activity around
different themes intended to engage social media users.
Foster's online activity was centred on Foster's sponsored
comedy videos. The YouTube channel and Facebook page
both showed comedy videos, and the Twitter feed discussed
these videos. Meanwhile the Carling Facebook page focused
mainly on sport, with the Carling twitter account based
around the Carling Cup, a football competition, rather than
Carling itself.

Age restrictions to alcohol marketing on social
media websites

We created profiles for a fictitious 14-year-old and a
24-year-old user to access alcohol brand-related social media
websites. Each of the five marketer-generated brand pages on
Facebook had age restrictions in place that meant that they
could only be accessed by the 24-year-old user.

Conversely, YouTube does not require users to sign in
before viewing video content, thereby making all content ac-
cessible to users of any age. Moreover, even after the age- 14
user had completed the optional sign-in process, they were
still able to access and subscribe to all five alcohol brand chan-
nels, demonstrating that no age restrictions were in place for
YouTube content.

Twitter does not register the age of those signing up for a
twitter account and does not operate a mechanism for age re-
striction unless the brand marketers require users to verify
their age through an external mechanism. Three of the five
Twitter accounts could be accessed by both the 24-year-old
and 14-year-old fictitious users; however, both Stella Artois
and Carling required an age approval process before users
could 'follow' the twitter account and see the tweets. In the
case of Carling this involved accessing the Carling website
and entering personal information, including confirmation that
the user was over the legal drinking age. Stella Artois twitter
stated that the account was protected and that the follow
request was pending at the time of undertaking the research
(21 February 2012) (Twitter, 2012a). In both cases these
sign-up requests then had to be processed by the twitter
account managers. This process was not completed during the
2-month data collection period and we were therefore unable
to monitor the frequency and type of tweets being made for
these accounts during the study period. At the time of writing,
this issue had still not been resolved.

A further common approach intended to prevent under-
age users from viewing alcohol-related content is a message

Exposure to alcohol marketing on social media websites
Table 3. Marketer-generated content on Facebook, YouTube and Twitter (February and March 2012)

157

Marketer-generated content

Foster' s

Carling

Tia Maiia

Stella Artois

Magners

Facebook {accessed 21

http:/'www.

httpi/'w WW. facebook.

httpi/'w WW. facebook.

http://www.facebook.com/

httpi/'www.facebook.

Tnppnnnk" pnm/

1 0.^ U LJ . U LJl 1 J/

rriTTi/l'nrliTi cr
v^vjiiiy v^£ii 1111^

rrim/ti nmnnnrinnlr

\^\JllU Llulll£ll luLllllllV

Qfpllnai'tnicn V

rTttn/mn trnpr^iPirlpr

V^Wlil/ lllu^llUl AUILIUI

fosters

Like' button

V'

■/

✓

✓

Pa CTP wnll
1. wa.il

■/

✓

✓

Video advert

■/

■/

✓

Competitions/ free

•/

■/

✓

V Ccl W ay a

pT^^imnlp(; nnnitiriTml

r'ninpriv viHpnQ

vnnTtc into

fcjIJVJlLo llllU

1 nplrtail rppinpc

V^UL.R.l£lll ICUllJ&d

A fi vprtc

j^LE V tl

Tw/ittpt" Tppri

J WJlltl l^CLl

content/applications

Music info

Mask yourself app

Prize draw

on page

Photos and videos of

Information about ad

football

campaign

Frequency of brand

Daily

>weekly

>weekly

>weekly

Daily

cominents on wall

Link to website

■/

■/

✓

■/

Link to drinkaware

■/

✓

■/

Link to Twitter

—

—

—

—

■/

YouTube (accessed 21

/fosters

/carlinglageruk

/ti amariadrink

/StellaArtoisAnno 1 366

/UKMagners

March 701 2>

i'lLllllUCl \Jl V IQCUS

97

2

16

10

17

21 March 201 2

^1 lVJ.uJ.UJJ jL.\J 1 jL.

22 Febniarv 2012

S npremher 901 1

.J l_y^L-dllU^l A^KJ L J

Tiilv 14 201 1

J Lii y iT^i i-vj J J

March 21 2012

iVJaJUll ^Ij V Ad

Marrh 9019^

T^^npQ r\\ ^Jinpo pnntpnl"

f'nmprlv viHpoq
v.^vjjjjci_i y V j\-i&L/d

A n vprtc

z^U. V tjl

A ri\jprl"i;

z^Ll V Cl L J

A ri vprf*;

A ri\jprl"c

/^VJ V Cl 13

Adverts

Demonstrations of

Comedy videos

cocktail recipes

Footage of events

Link to website

-/

Link to Facebook

—

—

■/

—

—

Link to Twitter

Link to drinkaware

—

—

—

—

Age control message

—

—

—

Twitter (accessed 2 1

@ fostersfunny

@ thecarlingcup

@ tiamariadrink

@ Stella Artois

@ Magners UK

Fphniarv 901 9"!

i'lLllilUCl \JL IWCCLS

1873

252

536

466

2560

Frequency of tweets

>daily

Restricted

>weekly

Restricted

>weekly

Tweet subjects

Comedy videos

Restricted

Recipes

Restricted

Facts and suggestions

Fashion

about Magners

Responses to followers

Questions

comments

Responses to followers

comments

Link to drinkawai^

Restricted

Age control message

Key: 'v^' indicates that item is present; '-' denotes item not present; '> weekly' refers to 'at least once per week'.

on the relevant page stating, for example, 'You must be of
legal drinking age in your country to follow ©tiamaria-
drink.' (Twitter, 2012b). Only two of the five YouTube
channels (Carling and Tia Maria) provided such a message.
Twitter displayed a higher number of age-related messages,
with four out of five brands including an age control
message on their brand page.

DISCUSSION

To our knowledge, this is the first study attempting to describe
the exposure of children and young adults to alcohol marketer-
generated content on social media websites in the UK. We
have provided evidence that social media websites such as
Facebook, YouTube and Twitter are heavily used by children
and young adults, and that such sites are used for marketing
by alcohol companies.

In the absence of detailed knowledge about the ages of
those viewing each page, we have provided an overview of
population engagement with specific brand pages through the
'likes', 'follows' and video views recorded on Facebook,
Twitter and YouTube, respectively. Although it was not pos-
sible to determine the proportion of young people in these
user groups, it seems likely in cases where there are no age
restrictions, (YouTube and Twitter) that many young people
could be accessing alcohol-related content.

The systematic use of age restrictions on alcohol content
was limited to Facebook; no mechanism for restriction of
viewers on the basis of age was found on YouTube or Twitter
websites. However, although Facebook requires that all
alcohol advertising is targeted at the appropriate age demo-
graphic for each country (Facebook, 2012a), there is currently
no method for monitoring whether Facebook users are stating
their true age. Our data suggest that incorrect ages are often
given on the Facebook profiles of younger children. Facebook
requires users to be at least 13 years of age to sign up for an

158

Winpenny et al.

account (Facebook, 2012d). Yet, according to our data, 39%
of boys and 48% of girls aged 6-14 accessed Facebook during
December 2010 to May 201 1 .

Current regulation of alcohol marketing online is covered
by the UK Code of Non-broadcast Advertising, Sales
Promotion and Direct Marketing (The CAP code) (Committee
of Advertising Practice, 2010) which stipulates 'no medium
should be used to advertise alcoholic drinks if >25% of its audi-
ence is under 18 years of age' (Committee of Advertising
Practice, 2010). As we have shown, a very high proportion of
young people use social media websites. This suggests that the
current cut-off limit of 25% of the audience is either not imple-
mented, or not sufficient to protect children. In order to protect
children from alcohol advertising, it will be necessary either to
implement a comprehensive ban on internet alcohol advertising,
or to put in place more effective measures to reduce exposure.

Previous studies have discussed the ways in which social
media marketing is used to attempt to engage social media users
with the brand. Techniques include the use of interactive content
(Chester et al., 2010), the encouragement of word-of-mouth
marketing between users (Mart, 201 1), and the use of viral mar-
keting, an extension of word-of-mouth marketing (Montgomery
and Chester, 20 11, Petrescu and Korgaonkar, 20 11). It has been
suggested that use of these techniques means that social media
marketing may have a stronger effect than traditional advertising
on young people (Montgomery and Chester, 2009). Our study
identified a number of strategies where alcohol marketers
attempted to encourage interaction between social media users
and the alcohol brand. These included the use of the 'like'
button, posting of comments and questions on Facebook pages
or Twitter feeds, the use of competitions and provision of add-
itional material such as comedy videos or sports information
which the user might find interesting or amusing.

This study has a number of limitations. Firstly, we focused
our case studies of five alcohol brands on only three social media
websites. These websites were identified from our data as the
social media websites which were most used by young people;
however, there remains potential for children to be exposed to
alcohol marketing through other social media websites.
Demographic data were only available at the level of the websites
rather than individual pages, so we were unable to identify the
ages of those engaging with individual alcohol-related pages, or
the amount of time users spent viewing or engaging with
alcohol-related pages. In addition, we have provided just a snap-
shot of the current availabiUty of and engagement with alcohol-
related content using selected alcohol brands. Online content
changes frequently and further work should seek to explore the
changing nature of content over a longer time period.

This study has demonstrated a potential for high exposure
of children and young adults to alcohol marketing through
social media websites. This, together with existing evidence of
an increased likelihood of initiation of underage drinking at-
tributable to alcohol marketing exposure (Anderson et al.,
2009), indicates a need to monitor and, if necessary, impose
further restrictions on online marketing.

Funding — This work was based on data derived from a Service Contract with the
Executive Agency for Health and Consumers, under the EU Health Programme. The
opinions expressed are those of the Contractor only and do not represent the Executive
Agency's and the European Commission's official position. The Behaviour and Health
Research Unit (BHRU) is pait funded by the UK Departinent of Health Policy Research
Programme as the Policy Research Unit in Behaviour and Health (PR-UN-0409-10109).
The Department of Health had no role in the study design, data collection, analysis, or

interpretation. The research was conducted independently of the funders, and the views
expressed in this paper are those of the authors and not necessarily those of the funders.
Funding to pay the Open Access publication charges for this article was provided by the
Behaviour and Health Research Unit.

Conflict of interest statement. None declared.

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